Gustav von Sydow is Founder and CEO of Burt, a company that creates software for creative agencies.

Gustav Martner is the Sweden-based Executive Creative Director at Crispin Porter + Bogusky Europe. Leading up to this role, he was co-founder of Daddy, the renowned web agency that was acquired by CP+B earlier this year.

The great ad man Howard Gossage once said: "The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it's an ad."
How would that translate into the world of advertising today?
"The real fact of the matter is that nobody talk about brands. People talk about what interests them. Sometimes it's a brand."
This talk shows how we can innovate more consistently and create more entertaining, clever and persuasive marketing by applying lessons from electronica and punk music, gaming, social media, web mash-ups and advertising from the late 1960s, and displays a few of the new technical platforms we think we are going to use while doing it.